All Fiji had to do was pay the girl an outrageous (so it’s talkable), think $1,000,000, sum for the global rights to her image and they would have owned another news cycle. Then flood the market with the cool cardboard cut outs. Do a co-lab with Supreme. Whatev’s? Now the conversation is about your brand being a tool and ripping off a model instead of about your brand being cool.

“Tool” or “cool”, when you are thinking “more conversations between two people” then the answers to your marketing questions becomes much easier.